The Great Canadian Gaming Corporation is rebranding its Boulevard Casino in Coquitlam into the first Hard Rock Casino in Canada in a multi-million-dollar relaunch slated for completion this winter. The property includes an 80,000-square-foot casino floor and the 12,000-square-foot Red Robinson Theatre.

Great Canadian wants to woo a younger clientele while retaining its existing 45-to 50-plus demographic.

“It’s going to be a place where your parents can come and you can come. It used to be mostly for Dad. Casinos normally attract 45 to 50-plus. We saw Hard Rock Casino break that mould.

“If you were planning to go to a Commodore show downtown, we’re hoping to have an artist here as well. We’re another option for you to think of for your entertainment dollar.”

The Hard Rock brand means a hipper, more casual atmosphere. Staff will no longer wear bow ties and tuxedos, and body piercings will no longer be banned.

“Staff are going to be able to high-five the guests,” Blank said. “The young people are going to go ‘Wow, we really should go there,’ Older folks will go ‘Hard Rock. We know that.’”

The name of the game is attracting customers with entertainment, then keeping them on the casino property with a plethora of food offerings, additional entertainment and merchandise.

The deal brings “that brand recognition for outstanding gaming and entertainment that is known worldwide and 30-years-plus of providing that music experience to guests,” Blank said. Great Canadian has licensed rights to the Hard Rock Casino brand in B.C. but has no plans for further rebrands at the moment.

Revenue at the Boulevard Casino has seen a steady decline of over 20 per cent in visitation and revenue over the last three years due to nearby highway construction and the poor economy in general, he said.

“Boulevard has been very stagnant,” Blank said. “It’s needed a change and a facelift for many years. The construction on the highway has caused us great pain for many years.”

Great Canadian has invested “tens of millions of dollars” into the physical rebranding in the belief that benefits will “far outweigh” the costs, Blank said. He would not disclose the Hard Rock licensing fee. “We think this will give us a real nice injection.”

The Hard Rock name opens doors to artists who wouldn’t otherwise come to a casino, Blank said.

Entertainment is expected to include British rock bands Whitesnake and Bad Company, as well as American R&B singer Toni Braxton. The brand also gives the casino the opportunity to display rock ’n’ roll memorabilia, which will focus on Canadian, B.C. and Metro Vancouver artists such as Michael Bublé, Chilliwack, Bryan Adams, Loverboy, Carly Rae Jepsen, Sarah McLachlan, Elvis Costello and Diana Krall.

“We are programming some events that will reach out to a younger clientele and will remain faithful and true to our older clientele,” Blank said. “Hard Rock Casino is all about music being the backbone to your life.”

A DJ may play techno music in one area while classic rock is playing in another.

Food will play a key role in persuading consumers to stay longer, Blank said. The casino’s dining options will increase to seven from three or four. Three of the food areas will feature live and/or programmed entertainment, which may be anything from hockey to DJs, live bands to performance pieces by local artists.

The emphasis on local, farm-fresh food reflects Great Canadian’s intent to woo a wider audience.

“If you want a great steak or if you’re a vegan, we want to offer that.”

The 1,000-seat Red Robinson Theatre, which may or may not be renamed, will be refreshed and marketed under the Hard Rock banner.

Programming will include big-name acts targeted at younger audiences, such as Las Vegas-based alternative rock band Imagine Dragons, as well as Canadian indie rock bands such as Tegan and Sara, while continuing to include classic rock and country.

The theatre will continue to host community events such as local fashion shows and high school graduation events, Blank said.

Richmond-based Great Canadian Gaming Corporation is the largest gaming and entertainment company in Canada. The TSX-listed company owns 17 gaming properties and employs 3,900 in Canada and 600 in Washington state. It employs 700 people at Boulevard and expects to hire additional staff.

Its competitors include Paragon Gaming, which owns Edgewater Casino in Vancouver, and Gateway Casinos, which owns the Grand Villa Casino in Burnaby and the Starlight Casino in New Westminster.

In metro Vancouver, Great Canadian owns the River Rock Casino Resort, Hastings Racecourse and Slots, Fraser Downs Racetrack and Casino and Chances Chilliwack, and will be opening a Chances casino in Maple Ridge this fall.

The company intends to bring a hotel onto the property at a later date.

jennylee@vancouversun.comBlog:vancouversun.com/small business

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